LKM Lands Georgia-Pacific Building Products

ATLANTA Georgia-Pacific has tapped Loeffler Ketchum Mountjoy to handle trade and consumer advertising for its building products division, the client confirmed.

The Charlotte, N.C., shop bested crosstown rival PriceMcNabb in a review. Incumbent Steele+ in Atlanta did not defend.

The Atlanta-based company had reduced ad spending last year, sources said. Nielsen Monitor-Plus lists expenditures at less than $500,000 for the first three quarters of 2003, down from $4 million in 2002.

This year the client is planning a series of product launches in the gypsum and plywood categories and, according to sources, ad spending is expected to return to previous levels.

LKM executives met with Chris Beyer, G-P’s director of marketing services, in November. The meeting, described by agency president John Ketchum as just short of a cold call, resulted in a creative assignment for one of the new products.

As lead agency, LKM will develop separate trade and consumer campaigns. A print, direct mail and electronic campaign will target home builders in the first half of 2004. Details of the consumer work are undetermined at this time.

Ketchum said the client would add a concerted effort to target home buyers and owners who intend to renovate that will promote G-P’s plywood and gypsum products as quality building supplies.

“They want consumers to be asking about the products as they shop,” Ketchum said.